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Funnel-Based Attribution Dashboards in Marketing Intelligence
The Funnel-Based Attribution dashboards show how customers progress through defined stages in the customer journey, from first engagement to conversion. Unlike touch-based attribution, which measures the contribution of individual marketing interactions to conversions, funnel-based attribution measures how effectively users move from one stage to the next. Use these dashboards to identify where users drop off, understand how marketing drives progression through each stage, and evaluate how channels and campaigns contribute to advancement through the funnel.
Key concepts
- Funnel stages
- Defined phases in the customer journey, such as awareness, consideration, and conversion. Funnels consist of a defined sequence of stages that users move through.
- Stage progression
- The movement of users from one stage to the next in the funnel.
- Conversion event
- The final stage or outcome used to measure success, such as a purchase or form submission.
- Drop-off
- The point at which users exit the funnel before converting.
- Time to conversion
- The time it takes for users to move through the funnel and reach conversion.
What the dashboard shows
The dashboard reflects your selected conversion event and funnel. Use the dashboard to:
- Compare stage conversion rates: Evaluate how effectively users progress from one funnel stage to the next.
- Identify drop-off points: Understand where users leave the funnel and at what volume.
- Analyze channel performance by stage: Evaluate how individual channels drive progression through each stage of the funnel.
- Assess campaign contribution: Compare how campaigns influence movement through the funnel.
- Measure time to conversion: Understand how long users take to progress through the funnel and identify where delays occur.
- Evaluate stage efficiency: Identify which stages have the greatest impact on overall conversion.
When to use
Use the Funnel-Based Attribution dashboard when:
- Your customer journey follows a defined sequence of stages and you want to measure progression through each one, not just which touchpoints received credit.
- You need to pinpoint where in the journey users are dropping off, rather than understanding which interactions influenced conversion.
- Stage-to-stage conversion rates are the primary metric your team uses to evaluate performance.
- You want to understand how long customers take to move from first engagement to conversion.
Use case
Maya, a demand generation manager, needs to understand why her campaign is generating awareness but not converting. She suspects users are dropping off somewhere in the middle of the funnel.
She opens the Funnel-Based Attribution dashboard for her conversion event and reviews stage-to-stage conversion rates. She sees a significant drop-off between the consideration and decision stages, with notably longer time to conversion for users coming from display ads.
Based on this, Maya focuses on the consideration-to-decision transition. She uses the dashboard to identify which campaigns and channels are most effective at moving users through this stage, then prioritizes those with stronger movement and adjusts her messaging accordingly.
